Planned giving

While it’s often easy to approach nonprofit fundraising in silos, some experts suggest that this approach is no longer working in the current economic landscape. What’s more, as baby boomer donors continue to age, fundraisers have the unique opportunity to cultivate relationships with a large population of donors that could lead to planned gifts.According to “Giving USA 2007,” charitable bequests—one of the most popular forms of planned giving—totaled an estimated $22.91 billion in 2006. As in recent years, these charitable bequests made up less than eight percent of the estimated total giving that year. But research shows that one in three individuals would be willing to consider having a charity named in his or her will—a marked increase over past years.

For those needing a refresher, planned giving, sometimes referred to as gift planning, is a method of fundraising that enables donors to make larger gifts than they could make from their income. A planned gift is essentially any major gift, made in one’s lifetime or at death as part of a donor’s overall financial and/or estate planning.

Planned gifts can come in many forms—cash, appreciated securities or stock, real estate, artwork, personal property, life insurance, a retirement plan and more.

Here are a few tactics to consider implementing into your current fundraising marketing efforts to turn donors into lifelong advocates:

  • Recognize and thank loyal donors
    Research conducted by nonprofit solutions provider, Blackbaud®, suggests that most planned gifts emanate from habitual annual donors—loyal giving behavior frequently trumps gift size as a predictor of planned giving. Handwritten notes, public recognition in the annual report and on your website are all common and effective tactics. Brighten their day further with a special in-person delivery of premium edible delights or gourmet cookies.
  • Start marketing your planned giving option with the channels you already have
    Start out slowly and build your marketing program. Begin by using your existing publications, direct appeals, website and events to advertise the types of planned gifts your organization offers. Newsletters—print and electronic—should carry stories and photos of planned giving donors. Add the URL of a link specific to planned giving information on your website to promotional materials like a Piggy Bank or the Bank’R Key Tag.
  • Offer planned giving seminars
    Free get-togethers that allow donors to continue their education on the work of your organization and its mission will strengthen the bond. Seminars that also include a word or two from an expert financial advisor explaining the basics and the benefits of planned giving has also helped many nonprofits reach their goals.
  • Reach out to local financial advisors and estate planners
    Establishing connections with the very people responsible for facilitating planned gifts can lead to referrals. Meet with them in-person and leave them with information on your organization in case their clients seek advice on local organizations to develop relationships with.
  • Loop it all back to personal connection
    Direct mail and online channels are effective at reaching out to donors, but don’t forget that when it comes to planned giving, it’s the personal face-to-face interaction that really secures commitment. Arrange coffee dates, outings that allow donors to see the work of your mission first hand, send birthday and holiday cards—anything that contributes to true relationship development, not just an ask. Create themed invites for these interactions, too. For example, invite donors to coffee by sending a mug or out to cocktails by sending a classic stem-less wine glass.

Planned giving, for many, is a treasure trove of untapped resources—both the financial kind and the kind that comes in the form of relationships. Review your planned giving efforts and marketing tactics today in order to refocus and reenergize them for successful fundraising well into the future.

“What Is Planned Giving?” Planned Giving Marketing Newsletters, Postcards, Toolkits, Pocket Guides, Policy Manual, Resources Gift Planners, Jobs. Web. 02 Dec. 2010.

Henze, J.D./Blackbaud, Lawrence. “How the Right Marketing Strategies Can Enhance Your Planned Giving Program.” Blackbaud. Web. 2 Dec. 2010.

 

Share this Newsletter:    Facebook   Twitter

September
MonthlyWeeklyDaily
Apple and Apricots Month
Artichoke and Asparagus Month
Bath Safety Month
Birth Defects Month
Book Blitz Month
Crime Stoppers Month
California Dried Plum Digestive Month
Celebration of Life Month
Cervical Cancer Screening Month
Financial Wellness Month
Family Fit Lifestyle Month
International Change Your Stars Month
International Creativity Month
International New Year’s Resolution Month for Business
International Quality of Life Month
International Wayfinding Month
International Wealth Mentality Month
National Be On-Purpose Month
National Clean Up Your Computer Month
National Get Organized Month
National Glaucoma Awareness Month
National Hot Tea Month
National Mail Order Gardening Month
National Mentoring Month
National Personal Self-Defense Awareness Month
National Poverty in America Awareness Month
National Radon Action Month
National Skating Month
National Soup Month
National Volunteer Blood Donor Month
Oatmeal Month
Rising Star Month
Shape Up US Month
Tubers and Dried Fruit Month
Thyroid Awareness Month
Celebration of Life Week: 1-7
Diet Resolution Week:1-7
Silent Record Week: 1-7
National Lose Weight/Feel Great Week: 1-8
Someday We’ll Laugh About This Week: 2-8
New Year’s Resolutions Week: 3-9
Women’s Self Empowerment Week: 5-9
Universal Letter Writing Week: 8-14
Home Office Safety and Security Week: 9-15
International Snowmobile Safety and Awareness Week: 9-15
Cuckoo Dancing Week: 11-17
National Soccer Coaches of America Week: 12-16
Bald Eagle Appreciation Days: 15-17
International Printing Week: 16-22
Healthy Weight Week: 16-22
Hunt for Happiness Week: 16-22
National Activity Professionals Week: 16-21
National Fresh Squeezed Juice Week: 17-23
Week of Christian Unity: 18-25
Sundance Film Festival: 20-30
KidFilm Festival: 22-25
National Handwriting Analysis Week: 23-29
National Nurse Anesthetists Week: 23-29
World Leprosy Week: 23-29
Clean out your Inbox Week: 24-2/4
National Cowboy Poetry Gathering Week: 24-29
National Medical Group Practice Week: 24-28
No Name Calling Week: 24-28
National Nuclear Science Week: 24-28
National Take Back Your Time Week: 25-29
Catholic Schools Week: 30-2/5
1: New Years Day
1: New Year’s Dishonor List Day
1: Saint Basil’s Day
1: Z Day
2: Happy Mew Year for Cats Day
2: National Motivation and Inspiration Day
2: 55-MPH Speed Limit Day
3: Drinking Straw Day
3: J.R.R Tolkien Day
3: Memento Mori “Remember you Die” Day
3: National Chocolate Covered Cherry Day
3: Thank God It’s Monday Day
4: Dimpled Chad Day
4: Pop Music Chart Day
4: Tom Thumb Day
4: Trivia Day
4: World Braille Day
5: Bean Day
5: Bird Day
6: Epiphany or Twelfth Night
6: Three Kings Day
7: Harlem Globetrotter’s Day
7: I’m not Going to Take it Anymore Day
7: International Programmers’ Day
7: Orthodox Christmas
8: Bubble Bath Day
8: Fruitcake Toss Day
8: Learn to Ski Day
8: National  English Toffee Day
8: Midwife’s Day or Women’s Day
8: National Joy Germ Day
8: Show and Tell Day at Work
9: Balloon Ascension Day
9: Panama’s Martyr Day
9: Positively Penguins Day
10: National Cut Your Energy Costs Day
10: National Clean Off Your Desk Day
10: United Nations Day
11: Cigarettes are Hazardous to Your Heath Day
13: Public Radio Broadcasting Day
13: Rubber Duckie Day
14: Dress Up Your Pet Day
14: Organize Your Home Day
14: Ratification Day
15: Bald Eagle Appreciation Day
15: Humanitarian Day
16: Appreciate A Dragon Day
16: Nothing Day
16: Religious Freedom Day
16: World Religion Day
17: Customer Service Day
17: Judgment Day
17: Kid Inventors’ Day
17: Martin Luther King Day
18: Do Dah Parade Day
18: Pooh (Winnie the Pooh) Day
18: Thesaurus Day
18: Rid the World of Fad Diets and Gimmicks Day
20: Get to Know Your Customers Day
20: Inauguration Day
20: National Disc Jockey Day
20: Tub’Shvat
20-22: Women in Blue Jeans Day
20: Women’s Healthy Weight Day
21: National Hugging Day
22: Answer Your Cats Questions Day
22: Celebration of Life Day
23: National Handwriting Day
23: National Pie Day
23: Snowplow Mailbox Hockey Day
24: Belly Laugh Day
24: National Compliment Day
25: Better Business Communication Day
25: A Room of One’s Own Day
25: National Speak Up and Succeed Day
26: National Peanut Brittle Day
26: Toad Hollow Day of Encouragement
27: International Day of Radiant Peace
27: Holocaust Memorial Day
27: Viet Nam Peace Day
27: Thomas Crapper Day
28: Data Privacy Day
28: Fun at Work Day
29: Freethinkers Day
29: National Puzzle Day
29: National Seed Swap Day
29: Seeing Eye Dog Day
29: World Leprosy Day
30: Inane Answering Message Day
31: Bubble Wrap Appreciation Day
31: Inspire Your Heart with Art Day
September
MonthlyWeeklyDaily
Adopt a Rescued  Rabbit Month
AMD/Low Visions Awareness Month
American Heart Month
Bake for Family Fun Month
International Boost Self Esteem Month
International Expect Success Month
Festival of the Camellias Month
February is Fabulous Florida Strawberry Month
Learn Italian Month
Library Lovers Month
Marfan Syndrome Awareness Month
National African American History Month
National Bird Feeding Month
National Black History Month
National Cherry Pie Month
National Children’s Dental Health Month
National Get to Know and Independent Real Estate Broker Month
National Parent Leadership Month
National Pet Dental Health Month
National Senior Independence Month
National Time Management Month
National Weddings Month
North Carolina Sweet Potato Month
Plant the Seeds of Greatness Month
Relationship Wellness Month
Responsible Pet Owner’s Month
Return Shopping Carts to the Supermarket Month
Wise Health Care Consumer Month
Youth Leadership Month
Children’s Authors & Illustrators Week: 1-7
National Patient Recognition Week: 1-7
Solo Diners Eat Out Weekend: 1-7
Women’s Heart Week: 1-7
International Networking Week: 7-11
Boy Scout Anniversary Week: 3-9
International Snow Sculpting Week: 4-6
National Consumer Protection Week: 4-10
Dump Your Significant Jerk Week: 6-12
Freelance Writers Appreciation Week: 6-12
International Coaching Week: 6-12
Jell-o Week: 6-12
Congenital Heart Defect Awareness Week: 7-14
Just Say No to Powerpoints Week: 7-11
National Green Week: 7-11
National School Counseling Week: 7-11
Publicity for Profit Week: 7-13
Risk Awareness Week: 7-14
Love Makes the World Go Round; But, Laughter Keeps Us From Getting Dizzy Week: 8-14
Worl Duchenne Muscular Dystrophy Awareness Week: 8-14
Celebration of Love Week: 10-16
Random Acts of Kindness Week: 12-15
International Flirting Week: 12-18
Alzheimer’s and Dementia Awareness Week: 14-21
Love a Mench Week: 14-20
National NestboxWeek: 17-23
National Condom Week: 14-21
International Friendship Week: 17-23
National Engineers Week: 20-26
National Entrepreneurship Week: 20-27
Build A better Trade Show Image Week: 20-26
National Eating Disorders Awareness Week: 20-26
Learning Disabilities Week: 23-26
Texas Cowboy Poetry Week: 25-27
Telecommuter Appreciation Week: 27-3/5
Peace Corps Week: 28-3/6
1: African American Coaches Day
1: Freedom Day
1: G.I. Joe Day
1: Give Kids A Smile Day
1: Hula in the Coola Day
1: Robinson Crusoe Day
2: Candelmas
2: Groundhog Day
2: Groundhog Job Shadow Day
2: Hedgehog Day
2: Imbolic
2: National Girls & Women in Sports Day
2: Sled Dog Day
3: Chinese New Year
3: Four Chaplains Memorial Day
3: The Day the Music Died
4: Bubble Gum day
4: USO Day
4: Wear Red Day
4: World Cancer Day
5: MOBIUS Awards Day
5: Move Hollywood & Broadway to Lebanon, PA
5: Weatherman’s [Weatherperson’s] Day
6: Dump Your Significant Jerk Day
6: Super Bowl XLV
7: Ballet Day
7: Wave All Your Fingers at Your Neighbor’s Day
8: Boy Scout Anniversary Day
8: Laugh and Get Rich Day
10: Plimsoll Day
11: Pro Sports Wives Day
11: National Shut-in Visitation Day
11: Satisfied Staying Single Day
11: White Shirt Day
12: Darwin Day
12: Lincoln’s Birthday
12: NAACP Day
12: Oglethorpe Day
12: Safety Pup Day
13: Man Day
13: Employee Legal Awareness Day
14: Clean out Your Computer Day
14: World Marriage Day
14: Ferris Wheel Day
14: Library Lovers Day
14: National Have a Heart Day
14: World Congenital Heart Defect Awareness Day
14: League of Women Voters Day
14: National Call in Single Day
14: National Donor Day
14: Race Relations Day
14: Quirky Alone Day
14: Valentine’s Day
14: World Marriage Day
15: Susan B. Anthony Day
15: National Gum Drop Day
16: Kyoto Protocol Day
17: My Way Day
17: National PTA Founders Day
17: World Human Spirit Day
19: Chocolate Mint Day
20: Love Your Pet Day
20: Northern Hemisphere Hoodie Hoo Day
21: Presidents Day
21: International Mothers Language Day
22: Single Tasking Day
22: George Washington’s Birthday
22: Spay Day USA
23: Curling is Cool Day
23: Iwo Jima Day
23: Inconvenience Yourself Day
24: Introduce a Girl to Engineering Day
24: National Chili day
24: National Personal Chef’s Day
26: American Birkenbiener Race
26: For Pete’s Sake Day
26: Levi Strauss Day
26: Open that Bottle Night
28: Floral Design Day
28: National Tooth Fairy Day
28: Purim
28: Rare Disease Day
29: Leap Year Day
Submit your review
1
2
3
4
5
Submit
     
Cancel

Create your own review

Average rating:  
 0 reviews

Hot Products

Shop 4imprint's Hottest Products!

Shop Now

Sale Products

Shop 4imprint's Sale Products!

Shop Now

New Products

Shop 4imprint's Newest Products!

Shop Now

Leave a Comment

Your email address will not be published. Required fields are marked *